HONOR took centre stage at IFA 2024 in Berlin, unveiling a number of incredibly slim, powerful devices – with varying levels of AI integration – headlined by the Magic V3, touted as the world’s thinnest inward foldable smartphone. The Chinese tech giant’s presence at Europe’s largest consumer electronics show marked a significant milestone, with some media clamouring for entry a full hour before the event’s start – a level of enthusiasm previously reserved for industry stalwarts like Samsung.
The Magic V3 stands out with its remarkably slim 9.2mm folded profile and featherlight 226g weight, rivalling traditional flagship bar phones in portability. This incredibly slim design is a much-needed win for the foldable phone segment as one of the key things that industry leaders like Samsung struggle with is the thickness and weight of current foldables making them less desirable by many consumers. HONOR achieved this slim design through a meticulous application of 19 of what it says are “innovative materials” and 114 microstructures.
Despite this slimness, durability remains a key focus, with the Magic V3 incorporating a “Special Fiber” body material that boosts impact resistance by 40 times compared to other flagship devices. The proprietary HONOR Super Steel Hinge, certified to withstand 500,000 folding cycles, further reinforces the device’s longevity. This was also the key focus in one of the teaser videos released prior to the device’s global launch at IFA 2024.
The Magic V3’s camera system is equally impressive, featuring a 50MP Periscope Telephoto Camera, a 50MP Main Camera, and a 40MP Ultra-wide Camera. Powered by Qualcomm’s Snapdragon 8 Gen 3, the device offers a range of AI-enhanced features, including on-device AI photography capabilities and productivity tools developed in collaboration with Google Cloud.
I’ve been testing out Samsung’s Galaxy Z Fold6 for the past few weeks and while I hate to admit that my previous disdain for foldables has been waning, I find the device too heavy and due to certain design designs made by Samsung, it’s also only really usable when folded open. The Magic V3 addresses both of those concerns. Its weight is similar to that of the iPhone 15 Pro Max and when folded closed, it has a vastly more useful outer display than the Fold6. Combine this with better cameras, better battery capabilities and faster charging, as well as the new Google-powered AI capabilities and you have a device that goes toe-to-toe with Samsung and beats it on almost every front without even trying. HONOR merely needs to continue improving its software and UI – something it does with every major software and flagship release – and it could easily take the crown from Samsung to become the new industry leader.
HONOR’s IFA lineup extended beyond smartphones, showcasing the company’s broader ecosystem vision. The MagicBook Art 14 laptop, weighing just 1kg and measuring 10mm thick, integrates platform-level AI features alongside robust hardware. The standout feature that garnered an audible gasp from the audience at the event, is the magnetic removable camera stored in the side of the laptop. The MagicPad 2 tablet and HONOR Watch 5 round out the offering, each bringing unique features to their respective categories.
George Zhao, CEO of HONOR, emphasised the company’s commitment to AI-driven innovation: “AI is fundamentally reshaping our industry, enriching and creating new experiences that delight consumers all around the world, every day. Our role as a smart device provider gives us incredible access to consumers. Combined with our expertise in devices, it informs our AI roadmap, allowing us to create better and more secure AI experiences that best meet their needs.”
While HONOR’s global ambitions are crystal clear, South African pricing and availability for these new products have not yet been confirmed. The enthusiasm surrounding HONOR’s IFA presentation shows indicates a brand on the rise positioning HONOR as the brand to challenge the established order in the premium device market and bring back meaningful innovation to a stagnant industry.